Thesis (MA)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: Geodemographics has been used extensively as a decision-support tool in both the business sector
and the market survey environment in the United States, the United Kingdom and numerous other
countries. This has however not been the case in South Africa, partly because of the expense
involved in capturing current and complete customer information. As an alternative to capturing all
the required customer information, geodemographics has frequently made use of government
census data to supplement the organisation-specific data. However, even the census data has its
shortcomings.
This research has explored a method for building an organisation-specific database using a
combination of government census data and organisation-specific data. The organisation-specific
data was captured using a questionnaire that was targeted to a specific group of people. The
information obtained from the questionnaire and which overlapped with specific census data
variables was then used to update the relevant census variables.
Cluster analysis was subsequently conducted on the census data in order to identify enumerator
areas within the Western Province that had demographic and economic characteristics similar to
those of the surveyed areas. Once the appropriate enumerator areas had been identified, the
organisation-specific information from the survey was extrapolated to these new areas outside of
the surveyed areas.
The methodology used in this research provides a process that allows organisations to build a
unique geodatabase by making use of the good qualities of both the census data and user-specific
data. The resulting geodatabase is one that contains current and pertinent information while also
providing complete spatial coverage. / AFRIKAANSE OPSOMMING: Geodemografie word op groot skaal gebruik as n hulpmiddel vir die ondersteuning van
besluitneming in die sakesektor en die markopname-omgewing in die Verenigde State, die
Verenigde Koninkryk en talle ander lande. Dit is egter nie in Suid-Afrika die geval nie, deels as
gevolg van die onkoste verbonde aan vaslegging van die jongste en volledige kliente-inligting. As
n altematief vir die vaslegging van al die vereiste kliente-inligting maak geodemografie dikwels
gebruik van sensusdata om data eie aan n organisasie aan te vul. Selfs sensusdata het egter
tekortkominge.
Hierdie navorsing het n metode ondersoek vir die opbou van n databasis eie aan n organisasie deur
gebruik te maak van n kombinasie van sensusdata en data eie aan n organisasie. Die data eie aan ri
organisasie is vasgele deur gebruik te maak van ri vraelys vir n spesifieke teikengroep. Die
inligting wat uit die vraelys verkry is en wat met die spesifieke sensusdataveranderlikes
ooreengestem het, is toe gebruik om die relevante sensusveranderlikes by te werk.
Skakelingsanalise is daama op die sensusdata uitgevoer ten einde opnemerareas in die Westelike
Provinsie te identifiseer wat soortgelyke demografiese en ekonomiese kenmerke gehad het as die
areas waarin die vraelysopname gemaak is. Nadat die geskikte opnemerareas gei'dentifiseer is, is
die inligting eie aan die organisasie uit die opname geekstrapoleer na hierdie nuwe areas buite die
areas waar die opname gemaak is.
Die metodologie wat in hierdie navorsing gebruik is, verskaf n metodologie wat organisasies in
staat stel om n unieke geodatabasis op te bou deur gebruik te maak van die goeie eienskappe van
beide die sensusdata en die data eie aan die gebruiker. Die geodatabasis wat hieruit voortspruit, is
een wat die jongste en verbandhoudende inligting bevat en volledige ruimtelike dekking bied.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/53611 |
| Date | 12 1900 |
| Creators | Soutar, Garron |
| Contributors | Eloff, P., Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Geography and Environmental Studies. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 54 p. : ill. |
| Rights | Stellenbosch University |
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